Since starting my 'involuntary sabbatical' and sharing my #OpenToWork  status, I’ve had some great catch-ups with friends who run small businesses. During these natural conversations, a consistent theme has popped up: "Winnie, can you turn on the paid traffic tap for us?" As a Performance Marketer, my gut instinct is usually "Yes! Let’s spend". But because they are my mates, and because my professional integrity is non-negotiable, my answer is often: "No. Keep your money." Th